OOH Drives Engagement and Sales for much-anticipated Black Friday Shopping Events
Whether promoting a one-day doorbuster or a multi-week campaign, Out-of-Home (OOH) advertising is a door-buster for marketers to win this holiday season kick-off.
How OOH drives engagement and sales for Black Friday and beyond
For consumers, Black Friday is a clarion call for major discounts on consumer products, setting off a frantic search for deals on electronics, apparel, home goods and more. Retailers with attractive offers can look forward to spikes in sales if they’re strategic about marketing their products and services to consumers. When advertising clutter is at an all-time high, brands need a proven and trusted medium to break through the noise. That’s where OOH advertising lives up to its reputation for building awareness, influencing purchase decisions and driving online engagement.
The power of OOH in a high-stakes retail moment
OOH offers brands the ability to meet consumers where they are: commuting, running errands, walking through city centers or heading to big-box stores and malls. As a high-reach medium, OOH delivers unmatched visibility in the days and weeks leading up to Black Friday and throughout the entire holiday shopping season. During a consequential shopping season, holiday advertising plans require the kind of proven power OOH delivers. Like how 61% of respondents view billboard ads favorably, and 85% find OOH ads useful. Those findings indicate that OOH breaks through the clutter, proving its value as a medium capable of influencing consumer behavior in those moments that matter the most.
Black Friday shoppers are in motion — and OOH moves with them
OOH lives where consumers live. It surrounds them as they navigate their daily journeys and active shopping moments. Whether it's grabbing a coffee, driving to an outlet mall or walking through transit hubs, consumers may be checking their mental shopping list. Retailers can leverage OOH to place their products top of mind, while providing information on available deals, and directions on how to find you.
As advertisers develop their holiday marketing and sales strategies, they should consider a mix of Clear Channel Outdoor’s (CCO) nationwide network of billboards and other OOH display types. They work in concert to deliver a consistent message repeatedly, reaching consumers where they walk, fly, ride, and drive in some of the country’s most sought-after locations. And CCO’s proprietary RADAR suite of data solutions help brands reach the right people at the right time, via innovative products that plan, amplify, and measure campaign outcomes.
Here are some CCO innovative products that help brands stand out for Black Friday shoppers on the go:
- Digital Bulletins (roadside billboards) and Posters: Today’s dynamic digital out-of-home (DOOH) displays allow for real-time creative updates, dayparting and location-specific messaging — all critical during short promotional windows like Black Friday.
- Urban Panels: Primarily located in shopping districts, making them attractive solutions for retail and fashion brands.
- Transit Shelters: Consumers have an up close and personal experience with your brand message, offering opportunities for easy sharing across social media and scanning QR codes for more information and promoting special deals.
- Airport Advertising: Leverage CCO’s exclusive airport media program in 55+ U.S. airports and 115+ U.S. private jet terminals, reaching 52% of all U.S. air travelers. Marketers gain first class access to a highly desirable audience, and more creativity, flexibility and impact for their holiday advertising campaign.
- Digital Roadblocks: For major holiday sales events, a CCO roadblock solution delivers a high impact, attention grabbing brand takeover. By synchronizing every digital billboard display in a market or nationwide to go live simultaneously, a Roadblock turns a media buy into a media event.
- OOH and Mobile work better together: Add a mobile advertising component to your OOH campaign. Mobile retargeting allows brands to deliver complementary ads, via mobile devices, to consumers exposed to a billboard campaign. This reinforces the overall message and guides them to purchase online or in-store.
Get more information on how CCO can amplify your Black Friday or holiday shopping campaign. Contact us today!
Source: OAAA, Morning Consult, 2023; OAAA, The Harris Poll, 2022; Airports Council International, 2022
Bob McCuin
Executive Vice President & Chief Revenue Officer
Bob McCuin is executive vice president and chief revenue office of Clear Channel Outdoor Americas, where he oversees the company’s revenue strategy and growth. With deep expertise in media sales, he has led national and local organizations to higher performance. He previously held leadership roles at Townsquare Media, iHeartMedia New York, WEEI Boston and CBS Sports Chicago. In his spare time, Bob coaches youth sports and enjoys outdoor activities, including marathon running.
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